“杭儿风”下的从众消费对小微商家的影响

本文旨在\"杭儿风\"的影响下,分析消费者的从众消费心理和行为对小微商家的影响,探究部分小微商家在从众消费的影响下迅速消失的原因,并提出应对的策略。     

直播营销中社会临场感对顾客购买意愿的影响

该研究将直播营销情境下的顾客社会临场感划分为与主播的社会临场感和与其他顾客的社会临场感,并研究了其对顾客购买意愿的影响。研究发现与主播的社会临场感会正向影响主播信任和感知娱乐价值,并进一步增进顾客购买意愿;而与其他顾客的社会临场感会通过提升顾客的感知娱乐价值来增进顾客购买意愿。研究结果为商家如何提升顾客转化率提供了借鉴...     

直播情境下计划外购买诱导因素对再消费意愿的影响研究

新冠疫情的暴发为电商直播带来了新的发展机遇,直播情景下探讨再消费意愿也成为研究热点。本文采用了SOR模型,并认为影响消费者冲动性购买的因素有：产品特质、营销刺激、消费情景,具有中介作用的有感知价值和转移成本。然后通过采集的401份问卷,使用SPSS软件进行统计分析,再利用AMOS软件建立结构方程模型。最后调查研究结果显示,由于产品特质和消费情景对消费者再消费意愿具有显著的正向影响,因此应重视直播中的互动效应,建立并发挥信任优势,以此优化直播模式,进一步提高直播转化率。     

信息刺激与社会影响对网络购物行为的影响

很多网购平台每年举办的网购狂欢节(online shopping carnival OSC)是最成功、规模最大的在线促销活动。我们目睹了消费者在阿里巴巴、京东、唯品会在线促销活动中分享和互动所表现出的网上从众行为的力量。这些购物狂欢节为整个中国电子商务行业带来了惊人的记录,文中研究探讨了在网购狂欢节有助于消费者OSC行为的因素。利用狂欢化理论和羊群行为,我们建立了一个解释模型来解释信息激励和社会影响是如何影响OSC消费者行为的。通过对参加网购狂欢节的消费者进行的大规模在线调查收集的数据用来测试模型。采用偏最小二乘法(PLS)对概念模型进行了验证。     

企业社会责任对大学生消费心理与行为的影响与对策——基于对湖南省长沙市高校大学生的调查

当代大学生消费市场潜力巨大,其消费心理和行为在未来的社会消费中的影响也会越来越大,通过调查企业履行社会责任对大学生消费心理和行为之间的影响,探求企业履行社会责任的现实依据.建议企业要正确认识自己应该承担的社会责任,并建立社会责任管理机制,社会公众、组织、政府部门一起形成一个多层次、宽渠道、全方位的社会责任监督体系,促使...     

直播带货情境下服务补救对重购意愿的影响研究 ——感知真诚和补救后满意的链式中介作用

网络经济时代下,电商行业竞争加剧,流量紧缺,"直播+电商"已成为一种新兴的营销方式.直播带货通过互动增强顾客体验、促进顾客满意,但也容易出现服务失误的问题,服务补救是在服务失误发生后,让消费者获得补救后满意并实现重购意愿的重要方式.本文以SOR理论和顾客体验理论为基础,探究直播带货情境下服务补救、感知真诚与服务补救后满...     

B2C环境下感知因素与网络互惠情境对消费者信息暴露的影响研究

在接纳电子商务并把它作为一种销售方式的企业中,获得消费者的信息并保留住客户同样是他们竞争获胜的必备条件。但网络的不安全因素又会致使消费者不愿意去暴露更多的自我信息。只有处理好两者的平衡,才会帮助电子商务企业得到期望中的效果。本文基于心理学中可以解释人与人同程度交流的互惠理论,提出了一种互惠的网络消费情景。在此情景下,消费者暴露信息意愿的形成会促成真正的信息暴露。对于感知的风险主要是受到外部的信息资源的影响,我们引入了企业呈现的信息这个客观因素来检测其对消费者风险感知的影响,完善的企业信息会增加消费者对企业的信任,更会产生信息暴露的意愿。     

人口结构与居民受教育水平对社会医疗保健消费需求的影响研究——基于省级城镇居民面板数据

在中国社会进入"新时代"之后,经济社会的发展目标就更多地聚焦在经济的供给侧方面,以"对美好生活的建设"为根本出发点。其中,医疗保健事业的建设是政府部门较为关注的一个民生工程。21世纪以来,社会医疗保健消费需求呈现出较为显著的增长趋势,若能够认识其发展过程与变化机制,则有助于政策更好地对接人们的医疗保健消费需求。本文基于中国省级地区2000-2017年的面板数据,实证分析了人口老龄化、居民受教育水平对社会保健消费水平的影响作用。研究证明,人口老龄化与居民受教育水平的提升是推动中国社会医疗保健消费需求增长的重要因素。政府部门需要关注医疗保健事业的有效发展,在未来更好地满足居民的消费需要。     

虚拟社区中推荐者特征对推荐效果的影响

本文以虚拟社区中的参与者为研究对象，通过定量研究探讨了虚拟社区中推荐者的特征——关系强度和感知专业性，是如何影响推荐的效果的，即对购买决策的影响。我们发现关系强度和感知专业性是通过信任这一中介作用于推荐对购买决策的影响的，同时产品涉入在其中起调节作用。     

Why we watch others' responses to online advertising – investigating users' motivations for viewing user-generated content in the context of online advertising

The study investigates Internet users' motivations for viewing user-generated content (UGC) in the context of online advertising. In addition, it is examined whether individual motivation patterns can be traced back to users' personalities and their attitudes toward advertising in general. An online survey of 181 social media users was conducted, surveying users' motivation, personality (big five), and attitude toward advertising in general. Path analysis was employed to examine the research model. The use of UGC was motivated by needs for information, entertainment, personal identity, and social interaction. While personality did not predict users' motives, their attitudes towards advertising in general explained individual motivation patterns to a large extent. It was consequently proposed and confirmed that users' motives mediate the influence of recipients' general attitude toward advertising on UGC usage. Results indicated a strong effective potential for UGC in online advertising: users view such content expressly to be influenced by others fulfilling their needs for information, personal identity and social interaction. Firms may lose some of their ability to precisely control brand messages when advertising in social media.     

Do the magnitude and asymmetry of specific asset investments matter in the supplier–buyer relationship?

Abstract

Despite a body of literature on specific asset investments, the extant literature falls short of exploring the magnitude and symmetry of specific asset investments in supplier–buyer relationships. This paper builds on prior research to identify and examine the impact of total and asymmetric specific asset investments on commitment, trust, and conflict in supplier–buyer relationships. Covariance structure analysis is used to analyse survey data. The results show that total SAI are positively related to commitment and trust, while asymmetric SAI are negatively related to trust and positively related to conflict in supplier–buyer relationships. Decision-making uncertainty affects trust, commitment, and conflict more than any other variables. Therefore, firms should work to strengthen their relationships by increasing the magnitude of specific asset investments with the aim of increasing trust and commitment. We also discuss the limitations of this study and suggestions for future research.     

Consumer trust toward retail websites: Comparison between pure click and click-and-brick retailers

This paper examines the effects of security/privacy and social presence of retailers on consumer's e-trust in two different contexts: pure click and click and brick retailers. It explores how e-trust affects consumer attitudes toward websites and WOM. A conceptual model is tested using Structural Equation Modeling, on a random sample of 989 French customers. Results suggest that perceived website social presence and perceived security/privacy exert strong and positive impacts on website credibility and benevolence, which in turn directly influence website attitudes and indirectly influence word-of-mouth. One major difference between pure click and click-and-brick retailers is that the role of social presence in developing online benevolence is more important in the case of pure click retailers. The study concludes with managerial implications that may be useful in retail marketing.